Customer Journey Mapping: Tools for User-Centered Project Prioritization

Allegra Burnette, ABA | Allegra Burnette & Associates LLC, USA

This workshop will be a shortened version of the customer journey mapping workshops conducted by Forrester Research for clients from a wide range of industries. In the workshop, we will outline a series of quick hands-on exercises to map out the visitor experience from their point of view. Along the way, we will learn how to identify touch points, emotions, and related metrics as well as look at the underlying ecosystem supporting the visitor journey. The goal is to uncover problem areas or opportunities for improvement before ideating and prioritizing possible solutions. While the workshop will be an abbreviated version of the full one and two day workshops that Forrester conducts, participants will come away with an understanding of the process and its application to museums and cultural institutions.

There are several published reports on customer journey mapping at